Topshop's Cuthbertson to be Ted Baker's new creative director

Ted Baker has seen plenty of change at the top lately and it’s not slowing down just yet. Hot on the heels of confirming its permanent CFO this week, on Wednesday the company said that Anthony Cuthbertson is to join as its new global creative director.

Ted Baker

Cuthbertson is currently global design director at Arcadia’s Topshop, a post he has held since late 2017. He will replace interim Ted Baker creative chief Michale Bastian who will stay in the role for a while until the new CD arrives.

It’s not been confirmed exactly when Cuthbertson will take up his post but it’s expected to be later this year. When he arrives, he’ll be in charge of brand, product, store and creative direction strategy.

Company CEO Rachel Osborne (who herself is relatively new in her role) said: “We look forward to welcoming Anthony, whose experience at a number of high-profile brands has given him an excellent understanding of what it takes to amplify a brand and make it more relevant.”

And making Ted Baker more relevant is hugely important, not only because of the crisis caused by the coronavirus, but because of Ted Baker’s own problems that pre-dated the pandemic.

Cuthbertson oversaw design and product, plus designer collaborations at Topshop, along with Idol and Boutique Collections. But he also has strong experience at the upper end of the market with time spent as design director at Roberto Cavalli, covering a broad range of categories.

And that breadth will be crucial for Ted Baker as it works hard to expand its product range and fight back to health.